Blooming marvellous results for garden competition

Brief

Vintage Inns aimed to make the most of a scorching summer by highlighting the beautiful beer gardens available across its popular range of country pubs. To do so they created a competition which recognised some of the best outdoor spaces across the chain, and tasked spottydog communications with creating a media buzz around the 13 regional winners.

Action

Working alongside the Vintage Inns marketing team and the landlords of the successful pubs, spottydog developed and actioned a regional media campaign which was specifically designed to showcase the delightful gardens within each pub and the green-fingered nature of the Vintage Inns pub teams. Activity included:

• Creation of a commemorative plaque for each pub to display on site
• Dedicated, professional photography for each winning pub
• Development of regional press release to showcase why each pub was selected
• Regional media sell in

Results

The story was extensively picked up by the regional media, with some coverage in trade titles too. Results included:

• 48 pieces of regional coverage
• Three pieces of trade coverage
• Combined print circulation of 600,839 and total reach of 28,895,929
• Key messages featured in 100 per cent of coverage
• Suite of photography for repurposing on social media and online channels